This week, we discuss P&G’s latest short film “The Look”. Firefox is considering joining Safari’s club with blocking third-party tracking on browsers. #MTA is Ninth Decimal first multi-touch attribution solution. Bacardi is dancing and celebrating Brazilian pop start Anittta in new commercial “Make It Hot”. Make room for LinkedIn’s new and refreshing look! and lastly, is California considering amending the CPPA?
Later on, Ashley Stephenson joins us in the Sensei’s Corner to discuss a couple of MediaPost articles on Facebook’s most recent lawsuit and its newest transparency tool, and some Holiday Shopping trends to watch for.
Ashley Stephenson soon to be Privette is a paid social advertising expert originally from Raleigh, NC with a focus in serving e-commerce clients. Ashley has helped start-ups to household names in a variety of industries, including numerous fashion brands. She has worked at digital marketing agencies and with publicly-traded brands in fine jewelry and exterior building products. Personally, Ashley is still an avid Facebook user and loves Instagram as well! She will become Mrs. Privette sometimes in December 2019.
You can find Ashley Stephenson on Linkedin
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Article #1: A TENSE MOMENT BETWEEN AN AGENCY CREATIVE AND P&G EXEC LED TO ‘THE LOOK’ By Ann-Christine Diaz.
First, P&G’s film “The Talk ” portrays African-American mothers having heart-to-hearts with their children about the dangers of racism to protect them as they go out on their own. But there was still one thing missing. Saturday Morning’s Geoff Edwards said “I applaud the courage it would take to take on a conversation like ‘The Talk’ … but part of the problem we have in this country is the fact that the African-American male has been removed from the family unit”
And then came “The Look,” P&G’s latest brand film to promote its diversity initiatives. The unnerving short illustrates the unconscious bias that plagues a young African-American male in his daily life. As he takes his son to school, steps into a restaurant or shops in a boutique, people’s suspicious glares and gestures betray their wariness of his presence. The spot culminates with the man stepping into a courtroom—to take his seat at the judge’s bench.
Article #2: Firefox Is Running A Test To Ensure That Killing Third-Party Cookies Doesn’t Also Kill Its Own Revenue by Allison Schiff
Firefox is starting to block third-party tracking by default, which will throw a wrench into the business model of any company that relies on cookies. Firefox has been testing a small subset of users – fewer than 5% of its base – to determine how disabling cookies through Enhanced Tracking Protection (ETP), Firefox’s version of Safari’s Intelligent Tracking Prevention, will impact Firefox’s main revenue stream. In 2017, the Mozilla Corp. generated $542 million from a mix of royalties, subscriptions and advertising revenue and Mozilla receives a percentage of ad revenue anytime someone uses the built-in search engine.
Article #3: NinthDecimal Introduces Multi-Touch Attribution for Offline Store Visits by Greg Sterling
NinthDecimal is rolling out a first multi-touch attribution (MTA) solution for foot traffic measurement which will be looking at different consumer touchpoints and their impact on offline store visitation. A first or last-touch attribution methodology is what the rest of the industry is using and a multi-touch attribution model has been complex to set up and is often unreliable because it’s based on abstract formulas that may or may not reflect actual consumer behavior. The combination of MTA and store visitation data potentially solves some of these challenges for brands, retailers and others who ultimately care most about mapping and optimizing media against real-world business outcomes.
the MTA approach fractionally applies credit for visitation across every relevant customer touchpoint… Brands can use MTA based insights to optimize across audience segments, creatives and other aspects of their marketing or content to have the greatest impact on real business metrics like revenues and customer growth.”
Liquor ads did not appear on any TV, national or local, for much of the 20th century, with the industry honoring a self-imposed ban from 1948 to 1996. So it makes sense that Bacardi’s new ad in its “Pass the Beat” campaign features a sexy Latin-beat single called “Make It Hot.” Part of the song gets performed in the commercial, and the longer version on a YouTube video, by Brazilian pop star Anitta and electronic dance music band Major Lazer.
Article #5: 2 Years in the Making, LinkedIn’s Brand Refresh Aims to Make the Platform More Inviting By David Cohen
Two years of planning went into today’s introduction of a refreshed brand for LinkedIn, highlighted by changes to its logo, typography, colors, and shapes. The new will roll out progressively across the platform and the rebranding effort
I think a lot of brand evolutions fall short when it’s just driven as a marketing or brand exercise,” said Selcher. “What we were telling the world was really real, and not a façade. In this day and age, people can sniff out anything that is not real and authentic. We said internally that what we needed to do was turn LinkedIn inside-out. We didn’t need to make anything up.”
“There’s nothing more powerful than a picture of a person,” said Frank. “Stock photography all looks the same—happy smiling people in conference rooms, high-fiving in ways that don’t feel natural. It’s not that people don’t experience moments of joy at work, but we really wanted to make sure we portrayed those moments authentically and showed moments of anxiety and stress and disappointment.”
Article #6: California Considers Amending New Privacy Law by Wendy Davis
Lawmakers in California’s senate judiciary committee are expected Tuesday to consider amendments to the state’s new privacy law, including several that could significantly water down the measure.
The law, slated to take effect next year, allows consumers to learn what personal information has been collected about them by companies, have that information deleted, and prevent the sale of that data.
Sensei’s Corner Guest: Ashley Stephenson, Paid Social Expert
Interview Article #1: Facebook Can’t Shake Lawsuit Over Data Breach by Wendy Davis
14 million user data were obtained by Hackers last year when a security glitch was uncovered. “While the complaint speculates (baselessly) about various potential harms that might arise from the attack, ranging from identity theft to lost value of information, plaintiffs do not allege that they actually suffered any of those injuries,” Facebook wrote in court papers filed in March.
Interview Article #2: Facebook Includes ‘Transparency’ Updates For Social, Political Ads by Gavin O’Malley
Facebook is rolling out a transparency tool that will allow users to see detailed information about a political Ad. For example if they are served with a political Ad, it will clearly say “Paid for by XYZ state committee” and the user will have the ability to click on that and see the candidates page and see additional information such as Ad performance which include, start date, spend to date, impressions, and demo – who’s seen the ad.
Facebook also has an Ad Library where users can pull any political, social issues, and election ads from their archive.
Interview Article #3: Online Shopping vs. In-Store: How America Shops in the Digital Age [Infographic] by Andrew Hutchinson
Ashley takes us through the infographic and give us her professional insights for the upcoming holiday season.